How to Write a Press Release Quote and Get Quoted

Writing a hard-hitting press release quote is an important part of your press release template. The only thing more important is your press release headline. In this article, we share the key principles that make reporters notice your press release and quote you in their story. We also recommend other blogs to read on the same subject.

1. Keep Your Press Release Quote Simple

We try to keep content simple as people prefer it that way. Even more so if it’s a press release, because you are paying for every word that gets distributed by newswires. We recommend creating one hard-hitting quote that communicates something fresh that isn’t mentioned elsewhere in your press release.

2. Be Opinionated, Topical & Newsworthy

Your press release quote is far more likely to be used, if you say something that stands out from the flow of content. The simplest way to do this is to stay relevant to the theme of your press release. For some inspiration, take a look at some press release examples from the pros, which include quotes.

Taking this approach will not only help to position you as an expert, it will also make your press release quote much more likely to be used. This is because reporters are all looking for a quote that will catch the eye of their readers.

For instance, if I was writing a quote for a press release about the launch of my second coffee bar, I could write:

Good & Bad Press Release Quote Examples

“We’re delighted to open a new seafront location on the back of the success of our first coffee bar in East Street. Our customers can expect better quality fresh ground coffee and a great view of the sea.”

Though this may be true, it’s not opinionated or topical. Because of this, it doesn’t stand out as adding anything new that would merit a quote.

But if you write:

“We did our research before moving to the area. Local shoppers told us they were fed-up with over-priced coffee. They want better coffee that’s better priced. Our seafront location will bring this to the area for the first time.”

A journalist will gravitate towards your press release quote, because it says something new and it has a basis in customer research.

3. Position Your Quote

Your press release quote is the second most important element of your press release. The logical place to place this is after your headline and your opening paragraph with summarises your story.

The opening paragraph will focus on summarising the who, what, where, when, and why. Then your quote can provide a strong opinion or newsworthy angle on an aspect of this immediately after this. Then the rest of your release goes on to unpack the story in more detail.

4. Name & Job Title

It’s essential to include the full name, job title and company name of the person being quoted. Without this the reporter is likely to skip over your quote because they do not have everything that they need. This also makes it far more likely that your quote will used, even if the rest of your press release isn’t used.

5. Identify your Key Journalists

Of course it’s not just about how you write your press release quote , it’s also about how you develop relationships with the reporters, bloggers and journalists that write for the media titles that reach your intended audience.

The first step is to identify who they are. Let’s be realistic here, you will only have time to build and service meaningful relationships with 4-5 journalists so I suggest selecting them based on:

How well read they are by your intended audience

Their likelihood to be interested in building a relationship with you i.e. a national retail title reporter is not likely to want to build a relationship with a local retailer. However, an environmental planning trade journalist will be interested in a relationship with an expert environmental planning consultant

Try to create a balanced mix of relationships. For instance; a trade journal, a regional daily, a blogger with a big following, etc.

6. Invest in Developing Relationships

The reason that some experts get quoted all of the time is because reporters are constantly on a deadline. Because of this they tend to rely on a few experts to provide expert viewpoints without the need for them to do research.

Very few people make the time to develop long-term relationships with reporters, bloggers and journalists. But if you do, you can achieve a great return on the time that you invest.

I recommend the following approach:

Start by building a relationship online

The easiest way to get started is by finding meaningful ways to connect to the journalists you want to get close to online.

Top reporters from nationals are probably spoilt for choice, but you should be able to get on the radar of trade journalists, bloggers and regional reporters if you have expertise that they value.I recommend you start by commenting on their articles online and retweeting their articles to your own followers.

They will notice and respond to you over time. You are then in a position to start building a deeper relationship

Give them information and useful tips

Once you have got yourself onto their radar and been noticed, they will be likely to respond when you approach them with useful information.

For instance, you may have early access to an industry survey, or you might be aware of a market change that is about to hit the news. Gifting help and positioning yourself as an expert will open the door to developing a deeper relationship.

Over time, the journalists you get close to will naturally turn to you for advice or because they are looking for someone that they trust to quote.

Recommended Blog Articles for Further Reading

1. How to Use Quotes in a Press Release

This article shares more around how a publicist choses a quote, the dos and don’t they should apply when using quotes, and how you should write your quote if you are acting as a journalist for your business. For more click here.

2. Article: 20 examples of great quotes for your press release

If you want to see what a good small business press release quote looks like then I recommend also reading 20 good examples of press release quotes. It provides examples of everything from the Inspirational Quote to the Problem Based Quote. For more click here.

3. Three Tips to Make Press Release Quotes Sing

Finally, this article from PR News focuses on three key tips to make your press release quote sing. The first is to eradicate buzzwords and replace them with plain English. The second is to be more conversational in your tone of voice or writing style. And the third is to put your content first – what they mean by this is to make sure your press release really says something. For more click here.

The Juice Press

A good press release quote is a key aspect of your press release and the most likely content to be published. This article shares how to write a press release quote that is more likely to be published.

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About the Author

Eddie is a staff writer for SmallbizJuice, specializing in marketing and communications. Over the last 15 years, Eddie worked for two marketing agencies and three small businesses. His experience covers online and office marketing, brand development and PR communications. Outside of work, Eddie spends his spare time playing bass guitar in a local band and kayaking with his wife and kids.